Case story

PanzerGlass has lifted sales to new heights — and is gaining market share.

Who is PanzerGlass?

In 2013, PanzerGlass launched their exclusive protective film for tablets and mobile phones. Today, they are one of the leading brands in screen protection with more than 200 employees and a presence spanning five continents.

PanzerGlass’ challenge and goal

With ambitious growth targets, PanzerGlass approached us.

Despite having a strong sales team, PanzerGlass wasn’t seeing the full impact of their sales efforts. There was too much disparity between top performers and the rest of the sales team. At the same time, the sales team lacked consistency, structure, and a unified approach.

"Our sales were unstructured, if I may say so. We didn’t really have a shared understanding of what good sales were or the right way to sell. That was missing."

It was essential to find a solution if PanzerGlass were to meet their ambitious sales targets.

The goal was nothing less than to double the business within a few years. Therefore, PanzerGlass wanted to focus especially on the speed of growth — especially given the increasing market complexity that wasn’t making things any easier.

So how should they approach the market to succeed?

A look into the process: What we did

Our focus was clear: To create a solid foundation for elevating sales through a shared approach. An approach that would foster consistency and be scalable.

“We wanted to take what our top sellers were doing and turn it into a formula so that the rest of our salespeople could be trained in it. Simply put.”

Projects were therefore launched with both sales managers and salespeople— all as a collective effort to create direction and increase the impact and quality of PanzerGlass’ sales.

To reach the goal, we worked together on:

A unified sales approach
Enhanced sales impact and quality
Focus on category over product in sales
Customer journey interviews with key clients
Workshops on future sales methods
Development of a Sales Operating Model
Enablement and removal of barriers for salespeople
Adjustments to tools such as KPIs, CRM system, and bonus models
Trainings with the sales team — sales training, case training, and CRM training
Behavioral measurements and sales manager meetings to ensure progress

The solution: A common sales approach matters (a lot)

The core of the solution became a Sales Operating Model.

A playbook that contains everything relevant to the PanzerGlass sales team — from sales philosophy and sales methods to CRM usage and data collection. It essentially defines best practice across all sales dimensions.

“The playbook has been crucial for us. It created the consistency our sales needed.”

How did we arrive at the final playbook?
Analysis, interviews, and workshops formed the foundation for developing the final Sales Operating Model — a playbook that answers every question about what good sales look like in the organization, across all areas.

You might call it the sales bible for PanzerGlass’ sales team — a common starting point for sales.

“70 salespeople require a clear, shared understanding of what good sales is. Here, the playbook has been a gamechanger for us.”

The development of the Sales Operating Model was supported by other initiatives to boost sales effectiveness: Adjustments to KPIs, the CRM system, and bonus schemes — as well as a focus on sales strategies, the importance of customer data, and removing obstacles for salespeople.

Overall, these efforts have strengthened the effectiveness and quality of sales.

PanzerGlass’ outcome of the collaboration

PanzerGlass is now growing significantly faster than the market and gaining market share.

“Fewer phones are being sold than before, which of course affects accessory sales. Still, we’re gaining market share. In fact, we had our best Apple launch ever. That’s a really important milestone for us. Intenz has played a big role in lifting our sales.”

And what does that look like? PanzerGlass has succeeded in aligning their sales efforts, increasing focus on category-based selling, working with customer data, improving sales dialogues, using value-based selling, and raising the overall quality of the sales force.

So even with ambitious growth targets, PanzerGlass stays on course.

In Short: The PanzerGlass process…

PanzerGlass faced the major challenge of growing sales in a market that is both complex and pressured.

The goal was clear: Improve sales efficiency and quality while ensuring rapid growth. With ambitious growth targets ahead, the sales function needed a boost to unlock the full potential of the sales team.

The solution? In short: A unified sales approach. We developed a Sales Operating Model that created a shared foundation for sales and a common understanding of what great sales looks like. A sales bible for PanzerGlass.

Throughout the process, we took a 360-degree approach to PanzerGlass’ sales efforts. We translated the best practices from top performers into a clear model usable by the entire team.

Along the way, we also worked on streamlining the sales process and preparing PanzerGlass for the future of sales — with improvements to sales tools, sales strategy, and sales approaches.